Matching Items (27)
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- All Subjects: Entrepreneurship
- Creators: Department of Information Systems
- Creators: Department of Management
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Status: Published
Description
Women dominate in terms of purchasing power and spending. They hold 60 percent of all US personal income, and those aged 50 years or older have a combined net worth of approximately $19 trillion. Of this group, women between 50 and 70 years old, in particular, are the biggest spenders (Barmann, 2014). More important than their spending power, however, is how satisfied (or dissatisfied) they are with their current purchases. Though women make 85 percent of all consumer purchases, 91 percent of women say, "...advertisers don't understand them," (Barmann, 2014). This makes sense, considering that 50 percent of the products marketed to men are actually purchased by women (Barmann, 2014). Successfully targeting women, especially Baby Boomers (women between 52 and 70 years old), would be a lucrative endeavor, and to better understand the unmet needs of that demographic, exploratory research was needed. In-depth interviews of Baby Boomer women reveals a problem that \u2014 even on a macro level \u2014 has gone unresolved, and has perhaps worsened, throughout written history: the Generation Gap (Bengtson, 1970). To illustrate the depth of the problem, there exist starkly different impressions of younger generations, namely Millennials (born between 1980 and 1995). According to The New Generation Gap by Neil Howe and William Strauss (1992), Baby Boomers view Millennials as unintelligent, entitled "pleasure beasts." In Millennials Rising, also by Howe and Strauss (2000), Millennials are characterized as a generation that is, "...beginning to manifest a wide array of positive social habits that older Americans no longer associate with youth, including a new focus on teamwork, achievement, modesty, and good conduct." These contradictory opinions further support the substantial misunderstanding between generations that surfaced during in-depth interviews. Using the results of in-depth interviews and follow-up questions for idea validation, this thesis presents a potential method for "closing the gap." The goal of this business offering is not to homogenize older and younger generations of women; the goal is to cultivate empathy and connection \u2014 Intergenerational Cohesion \u2014 between them.
ContributorsSeefus, Cole Hawk Gillette (Author) / Gray, Nancy (Thesis director) / Giard, Jacques (Committee member) / Department of Management (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.
ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
SparkLED designs innovative and intelligent LED products to concert attendees for the music industry (specifically, electronic dance music). Unlike other LED product distributors/manufacturers, such as emazinglights.com, orbitlightshow.com, and led-clothing.com, we offer products with higher degrees of customization, while maintaining higher quality, such as battery life and product durability. Our venture aims to solve the problem that consumers have with current LED product offerings. In most cases, consumers have a problem with the quality of their products while they are used throughout the day at a concert, club, or festival. In addition, with an over saturated market of LED product vendors that strictly utilize online channels, we hope to offer the physical channel needed to foster customer relationships and development at various events.
ContributorsYip, Indy Boyin (Author) / Trappen, Eric (Thesis director) / Peck, Sidnee (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Information Systems (Contributor)
Created2014-05
Description
Some of the most talented, innovative, and experimental artists are students, but they are often discouraged by the price of higher education and lack of scholarship or funding opportunities. Additionally, the art industry has become stagnant. Traditional brick-and-mortar galleries are not willing to represent young, unknown artists. Their overhead is simply too high for risky choices.
The Student Art Project is art patronage for the 21st century—a curated online gallery featuring exceptional student artists. The Student Art Project is a highly curated experience for buyers. Only five artists are featured each month. Buyers are not bombarded with thousands of different products and separate artists “shops”. They can read artists bios and find art they connect with.
Student artists apply through an online form. Once accepted to the program, artists receive a $200 materials stipend to create an exclusive collection of 5-10 pieces. Original artwork and limited edition prints are sold through our website. These collections can potentially fund an entire year of college tuition, a life-changing amount for many students.
Brick-and-mortar galleries typically take 40-60% of the retail price of artwork. The Student Art Project will only take 30%, which we will use to reinvest in future artists. Other art websites, like Etsy, require the artists to ship, invoice, and communicate with customers. For students, this means less time spent in the classroom and less time developing their craft. The Student Art Project handles all business functions for our artists, allowing them to concentrate on what really matters, their education.
The Student Art Project is art patronage for the 21st century—a curated online gallery featuring exceptional student artists. The Student Art Project is a highly curated experience for buyers. Only five artists are featured each month. Buyers are not bombarded with thousands of different products and separate artists “shops”. They can read artists bios and find art they connect with.
Student artists apply through an online form. Once accepted to the program, artists receive a $200 materials stipend to create an exclusive collection of 5-10 pieces. Original artwork and limited edition prints are sold through our website. These collections can potentially fund an entire year of college tuition, a life-changing amount for many students.
Brick-and-mortar galleries typically take 40-60% of the retail price of artwork. The Student Art Project will only take 30%, which we will use to reinvest in future artists. Other art websites, like Etsy, require the artists to ship, invoice, and communicate with customers. For students, this means less time spent in the classroom and less time developing their craft. The Student Art Project handles all business functions for our artists, allowing them to concentrate on what really matters, their education.
ContributorsDangler, Rebecca Leigh (Author) / Trujillo, Rhett (Thesis director) / Coleman, Sean (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Management (Contributor)
Created2015-05
Description
The thesis "How Professional Artists Can Better Promote Themselves Online" aims to create a solution to improve artists' online sales and exposure. With the Internet being such a congested platform, I began to wonder how it was possible for artists to stand out from the crowd. I conducted six in-depth interviews in order to form a better understanding of what problems and frustrations artists currently faced everyday online. The data I collected from these interviews transformed my thesis into an entrepreneurial venture, and the iPhone app Artello was born. I created an entire working prototype of my app using Keynotopia. Artello's mission is to build an interactive art community that will create and foster relationships between artists and buyers like never before. This platform illustrates to buyers an artist's personality, style, and individual story. With Artello's guidance, artists will form stronger relationships with art buyers, connect with similar artists, and create a compelling online presence.
ContributorsPoole, Parker Anne (Author) / Gray, Nancy (Thesis director) / Pomilio, Mark (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Management (Contributor)
Created2015-05
Description
The "Dutch Dukeout" is a memorial, community engagement venture founded by Scott Fitzgerald and Sam Minton. The event was also supported and facilitated through the help of a third party member, Dylan Bryant. The "Dutch Dukeout" will continue annually, as an opportunity for Brophy College Preparatory alumni and current students to come together and connect. This venture also exists to celebrate and honor the life and legacy of Fr. Harry "Dutch" Olivier, a former, prominent faculty member of Brophy. Additionally, the "Dutch Dukeout" aims to raise money to support the Brophy Scholarship Foundation, a resource for current Brophy students to offset the financial burden it costs to attend the prominent college preparatory. Foremost, the "Dutch Dukeout" flag football tournament provides a powerful way for Brophy Alumni to reconnect with their school. By communicating and participating with graduates from various classes, alumni have an opportunity to provide valuable life lessons and share personal stories with the youth, as well as bond over their shared experience at Brophy. For a school that is able to continually develop community leaders and social activists, the "Dutch Dukeout" provides a platform for collaboration and inspiration for everyone who participates. By raising money to support the Brophy Scholarship Foundation and providing an opportunity for alumni to engage in their community, the "Dutch Dukeout" is an event that truly embodies Fr. Olivier's values and beliefs. This thesis report documents the ideas, work and efforts that were completed to launch and then ensure the success and longevity of the venture. It also serves as an example for future social entrepreneurs who aim to make a difference in communities of their own.
ContributorsFitzgerald, Scott (Co-author) / Samuel, Minton (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The goal of this project is to gain market research insight into the handcrafted goods industry and apply this knowledge towards a business plan for a small crafts business: Creations by Songbird. We accomplish this goal by conducting primary and secondary research on the crafts selling industry to see who the target customer is and what their habits are. First, we conduct a literature review looking into the background of some known crafts sales platforms. We discover several consistent trends in product differentiation, retail price calculation, and search engine optimization that we will apply to our business plan. Next, we conduct primary market research in the form of observations, customer and business owner interviews, and surveys. We learn that Instagram is a widely used marketing tool and that Etsy and crafts shows are popular sales channels. Using the results of our research we conclude that the our target customers are women ages 18-24 and 50-59 who attend crafts shows several times per year and occasionally browse Etsy. Many of these women enjoy objects that are vintage style and on average they spend less than $50 per item. Applying the industry and market knowledge gleaned from our research we create a business plan that outlines a price/cost breakdown, marketing plan, and sales plan for Creations by Songbird. We plan to utilize Instagram as our main marketing tool and will sell records via crafts shows and Etsy. Based on our estimates, we conclude that Creations by Songbird will be a profitable business.
ContributorsWood, Sara (Co-author) / Ehmann, Victoria (Co-author) / Gray, Nancy (Thesis director) / Trujillo, Rhett (Committee member) / Department of Supply Chain Management (Contributor) / Department of Information Systems (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The following creative project was a two part study regarding the wedding and event planning industry. Part one consisted of planning and executing an event followed by an analysis of the event in terms of strengths, weaknesses, and customer feedback. Part two consisted of evaluating a potential wedding planning company by the standards of the Business Model Canvas Method. The overall goal of this project was to determine if I would be pursuing a career as an independent wedding and event consultant or exploring other career options based on the research conducted and which option would be best aligned with my desires and career aspirations.
ContributorsHawbaker, Christina Elizabeth (Author) / Peck, Sidnee (Thesis director) / LePine, Marcie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor)
Created2013-12
Description
The focus shift towards Silicon Valley and similar ecosystems in the past decade, the recent boom in startups and entrepreneurship, and the resurgence of venture capital funding is fueling rapid advancement of modern technologies, such as software, biotechnology, and renewable energy. One facet of the growing entrepreneurial landscape features healthcare technology—a field of research centered upon various technical advances in medicine, software, and hardware. Trends in healthcare technology commercialization represent a promising opportunity for disruption in the healthcare industry. The integration of rapidly iterating software with medical research, timed perfectly with the passage of the Affordable Care Act and the boom of venture capital investment in both Big Data and mobile technology, has the healthcare technology primed for explosive growth over the next decade. Investment data indicates that strong public market activity in the past year will continue to fuel venture capital growth in both the biotechnology and digital health sectors, with the potential for multiple large exits by life sciences companies, more than even software, in the coming year.
ContributorsPatel, Nisarg (Co-author) / Yun, Kwanho (Co-author) / Wang, Xiao (Thesis director) / Marchant, Gary (Committee member) / Peck, Sidnee (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / School of Politics and Global Studies (Contributor) / School of Life Sciences (Contributor)
Created2014-05
Description
This paper takes a look at developing a technological start up revolving around the world of health and fitness. The entire process is documented, starting from the ideation phase, and continuing on to product testing and market research. The research done focuses on identifying a target market for a 24/7 fitness service that connects clients with personal trainers. It is a good study on the steps needed in creating a business, and serves as a learning tool for how to bring a product to market.
ContributorsHeck, Kyle (Co-author) / Mitchell, Jake (Co-author) / Korczynski, Brian (Co-author) / Peck, Sidnee (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Economics (Contributor) / Department of Management (Contributor) / Department of Psychology (Contributor) / Department of Supply Chain Management (Contributor) / School of Accountancy (Contributor) / W. P. Carey School of Business (Contributor)
Created2014-05